Customer Profiling
Nuanced and current understanding of the customer is the foundation of success. Whether you are embarking on a design sprint, considering a new product or launching a new marketing campaign, it all starts with this question:
How well do we know our customers?
Businesses accumulate a wealth of insight over time, but it is systematically collected and synthesised data from multiple sources that propels them to new heights and ensures ROI.
We help clients, big and small, get there in 3 core steps:
1. Customer persona building
2. Customer journey mapping
3. Insights activation
Customer persona building
What are customer personas?
Customer personas are detailed research-based representations of segments within your target audience that share the most common characteristics of your customers.
Their contents can vary, but their ultimate purpose is to shed light on customer behaviour and decision-making drivers and to inform marketing strategy and tactics.
How do we build one?
The process can vary depending on your needs but will generally include:
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social media audience segmentation (competitors and your pages)
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customer (prospect) interviews
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review of CRM customer profiles
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social media behaviour analysis of selected profiles
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social listening
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internal consultation with your team
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validation of insights through a survey on a larger sample (highly recommended)
We’ll ask the right questions to the right customers to understand how they act and why and will synthesise those insights with the data from the other sources. We’ll also consult with you to integrate your current customer knowledge.
Customer journey mapping
What is a customer journey map?
Customer journey maps can vary in their objectives and complexity, but, in essence, they all cover the key steps that customers in their segment tend to go through from A (e.g. need recognition) to B (e.g. inquiry).
How do we create one?
In consultation with you and drawing on persona insights, we’ll map out customer activities and situations (moments) that are important to the customer group in focus but where they may not yet be interacting with you (communication gaps across online and offline channels).